Abstract
The literature suggests that first-movers enjoy sustainable competitive advantages but suffer some disadvantages. The timing of new product introduction is a major decision for executives who are concerned about sustainability issues. These executives must simultaneously strive for environmental protection, social welfare, the timing of product introduction, and the economic viability of decisions. However, few academic studies have examined how executives balance sustainable first-mover advantages and sustainable development goals in order to achieve sustainable organizational growth and performance. This study develops nine research hypotheses to examine what sustainable advantages first-movers gain by being first to market sustainable products in five industries that are important for advancing sustainable development goals. Using data collected from 1437 executives who are concerned about sustainability issues in seven countries, this study uses Duncan multiple-range tests to examine cross-national similarities and differences between Asian and Western countries. The study results reveal some interesting cross-national similarities and differences. The cross-national differences suggest some competing and signaling strategies for sustainable enterprise development. This study contributes to the existing cross-national research on first-mover advantages, provides a richer understanding of how executives who are concerned about sustainability issues perceive sustainability first-mover advantages and disadvantages, and further expands the theory of sustainable innovation and entrepreneurship.
Highlights
Sustainability first-movers refer to enterprises that are among the first to introduce sustainable products with sustainable materials or sustainable technologies into the marketplace
The literature suggests that executives who are concerned about sustainability issues spend most of their time and resources developing their first product and making market-entry decisions
The empirical findings suggest that executives who are concerned about sustainability issues from these seven countries employ different mental models of sustainability first-mover advantages and disadvantages; they make different sustainability first-mover decisions
Summary
Sustainability first-movers refer to enterprises that are among the first to introduce sustainable products with sustainable materials or sustainable technologies into the marketplace. Launching new products, first-mover or otherwise, is critical to the sustainability of any enterprise development, including new and established enterprises. It is the most important decision for sustainable enterprises. The literature suggests that executives who are concerned about sustainability issues spend most of their time and resources developing their first product and making market-entry decisions. Sustainable enterprises have to strive economic viability of their product choice decisions, they have to simultaneously strive for environmental protection, social welfare, and the timing of product introduction
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